Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast value sales of soap, bath and shower products, 2006-16
- Market factors
- The image element
- Skin conditions
- Curtailed spending
- Demographic shifts
- Companies, brands and innovation
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- Figure 2: Product launches within the UK soap, bath and shower market, % share, by sector, 2007-11
- Figure 3: Product launches within the UK soap, bath and shower products, % share, by company, 2010
- The consumer
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- Figure 4: Usage of soap, bath and shower products, by type, and by gender, 2011
- Figure 5: Attitudes towards bathing and cleansing, November 2011
- Pamper partner
- Coming to terms with germs
- What we think
Issues in the Market
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- How is the economic environment impacting sales of soap, bath and shower products?
- Which segments have most potential for growth?
- What are consumers’ primary concerns when it comes to buying soap, bath and shower products?
- Which consumer demographics are most important to the category and how will population changes impact sales going forward?
- What influence do promotions have on the market?
Future Opportunities
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- Totophobia
- Life Hacking
Internal Market Environment
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- Key points
- Influence of attitudes towards appearance
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- Figure 6: Trends in attitudes towards personal appearance, by gender, 2007-11
- Skin complaints
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- Figure 7: Trends in incidence of skin complaints and stress in last 12 months, 2007-11
- Attitudes towards quality
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- Figure 8: Trends in level of receptiveness to quality, 2007-11
Broader Market Environment
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- Key points
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- Figure 9: GDP, PDI and consumer expenditure, at current prices, 2006-16
- Population shifts
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- Figure 10: Trends in the age structure of the UK population, 2006-16
- Environmental concerns
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- Figure 11: Attitudes towards the environment, 2011
Who’s Innovating?
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- Key points
- Launches by segment
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- Figure 12: Soap, bath and shower product launches in the UK, by sector, 2007-11
- Launches by claim
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- Figure 13: Soap, bath and shower product launches in the UK, by claim, 2007-11
- Branded versus private-label launches
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- Figure 14: Product launches within UK soap, bath and shower products, % branded vs. private label, 2007-11
- Launches by company
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- Figure 15: Product launches within UK soap, bath and shower products, % share, by company, 2010
- Recent launches
- Specifically speaking
- Multipurpose
- Spa Scene
- Natural World
- Funky formats
- Handy work
- At the bar
- Extra muscle
- Private label
- Just for men
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Trends in women’s grooming habits
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- Figure 16: Trends in women’s usage of selected toiletries, 2009-11
- Trends in men’s grooming habits
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- Figure 17: Trends in men’s usage of selected toiletries, 2009-11
- The beauty market
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- Figure 18: UK retail value sales of selected beauty and personal care categories, 2006-11
Market Size and Forecast
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- Key points
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- Figure 19: Retail value sales of soap, bath and shower products, at current and constant prices, 2006-16
- Forecast
- Soap, bath and shower products
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- Figure 20: Best- and worst-case forecast value sales of soap, bath and shower products, 2006-16
- Forecast methodology
- Shower products
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- Figure 21: Best- and worst-case forecast value sales of shower products, 2006-16
- Bath additives
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- Figure 22: Best- and worst-case forecast value sales of bath additives, 2006-16
- Liquid soap
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- Figure 23: Best- and worst-case forecast value sales of liquid soap, 2006-16
- Bar soap
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- Figure 24: Best- and worst-case forecast value sales of bar soap, 2006-16
Segment Performance
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- Key points
- Shower products
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- Figure 25: Retail value sales of shower products, at current and constant prices, 2006-16
- Bath additives
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- Figure 26: Retail value sales of bath additives, at current and constant prices, 2006-16
- Liquid soap
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- Figure 27: Retail value sales of liquid soap, at current and constant prices, 2006-16
- Bar soap
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- Figure 28: Retail value sales of bar soap, at current and constant prices, 2006-16
Market Share
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- Key points
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- Figure 29: Manufacturers’ estimated shares in value sales of soap, bath and shower products, 2011
Companies and Products
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- Beiersdorf
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- Figure 30: Financial performance of Beiersdorf, 2009 and 2010
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- Figure 31: Selected products launched by Beiersdorf in the UK soap, bath and shower products market, Jan-Oct 2011
- Colgate-Palmolive
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- Figure 32: Financial performance of Colgate-Palmolive, 2009 and 2010
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- Figure 33: Selected products launched by Colgate-Palmolive in the UK, soap, bath and shower market, Jan-Oct 2011
- Johnson & Johnson
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- Figure 34: Financial performance of Johnson & Johnson in the UK, 2009 and 2010
- Procter & Gamble
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- Figure 35: Financial performance of Procter & Gamble (global), 2010 and 2011
- PZ Cussons
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- Figure 36: Financial performance of PZ Cussons, 2010 and 2011
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- Figure 37: Selected products launched by PZ Cussons in the UK soap, bath and shower products market, Jan-Oct 2011
- Unilever
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- Figure 38: Financial performance of Unilever, 2009 and 2010
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- Figure 39: Selected products launched by Unilever in the UK soap, bath and shower market, Jan-Oct 2011
Brand Communication and Promotion
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- Key points
- Total topline adspend
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- Figure 40: Main monitored media advertising spend on soap, bath and shower products, 2007-11
- Total adspend in soap, bath and shower products by category
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- Figure 41: Main monitored media advertising spend on soap, bath and shower products, by product category, (Jan-Sept) 2011
- Adspend on soap, bath and shower products by company
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- Figure 42: Main monitored media advertising spend on soap, bath and shower products, by advertiser, Jan-Sept 2011
Channels to Market
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- Key points
- Distribution
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- Figure 43: Retail value sales of soap, bath and shower products, by outlet type, 2010 and 2011
- Growing grocers
- Building on Boots
- Other channels struggle to gain traction
Brand Research
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- Brand map
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- Figure 44: Attitudes towards and usage of brands in the soap, bath and shower products sector, November 2011
- Correspondence analysis
- Brand attitudes
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- Figure 45: Attitudes, by soap, bath and shower product brand, November 2011
- Brand personality
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- Figure 46: Soap, bath and shower products brand personality – macro image, November 2011
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- Figure 47: Soap, bath and shower products brand personality – micro image, November 2011
- Brand experience
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- Figure 48: Soap, bath and shower products brand usage, November 2011
- Figure 49: Satisfaction with various soap, bath and shower products brands, November 2011
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- Figure 50: Consideration of soap, bath and shower products brands, November 2011
- Figure 51: Consumer perceptions of current soap, bath and shower products brand performance, November 2011
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- Figure 52: Soap, bath and shower products brand recommendation – Net Promoter Score, November 2011
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- Figure 53: Soap, bath and shower products brand index, November 2011
- Figure 54: Soap, bath and shower products brand index vs. recommendation, November 2011
- Target group analysis
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- Figure 55: Target groups, November 2011
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- Figure 56: Soap, bath and shower products brand usage, by target groups, November 2011
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
The Consumer – Use of Soap, Bath and Shower Products
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- Key points
- Trends in usage
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- Figure 57: Usage of soap, bath and shower products, by gender, 2011
- Bath additives
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- Figure 58: Usage of bath oils/liquids/additives, by demographics, 2011
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- Figure 59: Trends in usage of bath oils/liquids/additives, by gender, 2008-11
- Shower products
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- Figure 60: Usage of shower gels/cream/body wash, by demographics, 2011
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- Figure 61: Trends in usage of shower gels/cream/body wash, by gender, 2008-11
- Bar soap
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- Figure 62: Usage of bar soap, by demographics, 2011
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- Figure 63: Trends in usage of bar soap, by gender, 2008-11
- Liquid soap
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- Figure 64: Trends in usage of liquid soap/handwash, by demographics, 2011
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- Figure 65: Trends in usage of liquid soap/handwash, by gender, 2008-11
The Consumer – Attitudes towards Soap, Bath and Shower Products
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- Key points
- Popular price points
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- Figure 66: Spending on soap, bath and shower products, November 2011
- Product attributes sought
- Shower products
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- Figure 67: Attributes looked for in shower products, November 2011
- Bath products
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- Figure 68: Attributes looked for in bath products, November 2011
- Liquid/bar soap
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- Figure 69: Attributes looked for in liquid/bar soap, November 2011
- Attitudes towards bathing and cleansing
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- Figure 70: Attitudes towards bathing and cleansing, November 2011
- Green scene
- Pamper partner
- Coming to terms with germs
- Cleaning after cleansing
The Consumer – Shopping for Soap, Bath and Shower Products
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- Key points
- Shower products
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- Figure 71: Shower product shopping habits, November 2011
- Bath products
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- Figure 72: Bath product shopping habits, November 2011
- Liquid/bar soap
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- Figure 73: Soap shopping habits, November 2011
Appendix – Who’s Innovating?
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- Figure 74: Product launches within the UK soap, bath and shower products, by sub-category, 2007-11
- Figure 75: Product launches within the UK soap, bath and shower products, by claim, 2007-11
- Figure 76: Product launches within the UK soap, bath and shower products, by private label, 2007-11
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- Figure 77: Product launches within the UK soap, bath and shower products, by top companies, 2007-11
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Appendix – Broader Market Environment
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- Figure 78: Trends in the age structure of the UK population, by gender, 2006-16
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Appendix – Brand Research
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- Figure 79: Brand usage, November 2011
- Figure 80: Brand commitment, November 2011
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- Figure 81: Brand momentum, November 2011
- Figure 82: Brand diversity, November 2011
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- Figure 83: Brand satisfaction, November 2011
- Figure 84: Brand recommendation, November 2011
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- Figure 85: Brand attitude, November 2011
- Figure 86: Brand image – macro image, November 2011
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- Figure 87: Brand image – micro image, November 2011
- Figure 88: Profile of target groups, by demographics, November 2011
- Figure 89: Psychographic segmentation, by target group, November 2011
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- Figure 90: Brand usage, by target group, November 2011
- Brand index
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- Figure 91: Brand index, November 2011
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Appendix – The Consumer – Use of Soap, Bath and Shower Products
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- Figure 92: Trends in usage of bath oils/liquids/additives – men, by demographics, 2011
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- Figure 93: Trends in usage of bath oils/liquids/additives – women, by demographics, 2011
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- Figure 94: Trends in usage of shower gels/cream/body wash – men, by demographics, 2011
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- Figure 95: Trends in usage of shower gels/cream/body wash – women, by demographics, 2011
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- Figure 96: Trends in usage of bar soap – men, by demographics, 2011
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- Figure 97: Trends in usage of bar soap – women, by demographics, 2011
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- Figure 98: Trends in usage of liquid soap/handwash – men, by demographics, 2011
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- Figure 99: Trends in usage of liquid soap/handwash – women, by demographics, 2011
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Appendix – The Consumer Attitudes towards Soap, Bath and Shower Products
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- Figure 100: Spending on liquid soap/handwash, by demographics, November 2011
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- Figure 101: Spending on bar soap, by demographics, November 2011
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- Figure 102: Spending on shower gel, cream body wash etc, by demographics, November 2011
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- Figure 103: Spending on bath gel, cream, salts etc, by demographics, November 2011
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- Figure 104: Spending on combined hair and body wash, by demographics, November 2011
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- Figure 105: Spending on hand sanitiser, by demographics, November 2011
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- Figure 106: Most popular attributes looked for in shower products, by demographics, November 2011
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- Figure 107: Next most popular attributes looked for in shower products, by demographics, November 2011
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- Figure 108: Most popular attributes looked for in bath products, by demographics, November 2011
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- Figure 109: Next most popular attributes looked for in bath products, by demographics, November 2011
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- Figure 110: Most popular attributes looked for in liquid/bar soap, by demographics, November 2011
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- Figure 111: Next most popular attributes looked for in liquid/bar soap, by demographics, November 2011
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- Figure 112: Other attributes looked for in liquid/bar soap, by demographics, November 2011
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- Figure 113: Most popular attitudes towards bathing and cleansing, by demographics, November 2011
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- Figure 114: Next most popular attitudes towards bathing and cleansing, by demographics, November 2011
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- Figure 115: Soap, bath and shower shopping habits, by spending on soap, liquid soap/handwash, November 2011
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- Figure 116: Attitudes towards bathing and cleansing, by spending on shower gel, cream body wash etc, November 2011
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- Figure 117: Attitudes towards bathing and cleansing, by spending on bath gel, cream, salts etc, November 2011
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- Figure 118: Soap, bath and shower shopping habits, by most popular attributes looked for in shower products, November 2011
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Appendix – The Consumer – Shopping for Soap, Bath and Shower Products
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- Figure 119: Most popular soap, bath and shower shopping habits, by demographics, November 2011
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- Figure 120: Next most popular soap, bath and shower shopping habits, by demographics, November 2011
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- Figure 121: Other soap, bath and shower shopping habits, by demographics, November 2011
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- Figure 122: Most popular soap, bath and shower shopping habits, by demographics, November 2011
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- Figure 123: Next most popular soap, bath and shower shopping habits, by demographics, November 2011
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- Figure 124: Other soap, bath and shower shopping habits, by demographics, November 2011
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- Figure 125: Most popular soap, bath and shower shopping habits, by demographics, November 2011
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- Figure 126: Next most popular soap, bath and shower shopping habits, by demographics, November 2011
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- Figure 127: Other soap, bath and shower shopping habits, by demographics, November 2011
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